September 16, 2019 - Ohio REALTORS · Ohio REALTORS® 109th Annual Convention & EXPO Cincinnati,...
Transcript of September 16, 2019 - Ohio REALTORS · Ohio REALTORS® 109th Annual Convention & EXPO Cincinnati,...
Ohio REALTORS® 109th Annual Convention & EXPO
Cincinnati, Ohio
September 16, 2019
CE CLASS SESSION Connecting with your Clients using
Social Media & Technology 2:00 pm – 5:00 pm (3 Credit Hours)
INSTRUCTOR(S): Katie Lance
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Ka#e Lance, Founder/CEO, Ka#e Lance Consul#ng
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LinkedIn is the 1st place to start when it comes to your social media strategy and it’s the best place to 1st connect with a
client or prospect online.
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Op$mize your LinkedIn profile
Update photo
Update skills and exper$se
Add relevant photos/videos
Update contact informa$on
Publish new content
Give/ask for 5‐10 recommenda$ons
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Who should you connect with on LinkedIn?
• People you know• 2nd and 3rd connec$ons (friends of friends)
• Think of LinkedIn as you would a networking party
• Clients, prospects, other agents
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You’ve connected, now what?
• Don’t be a lurker
• Take the online offline
• Don’t spam
• Don’t sell too soon
• It’s a marathon, not a sprint
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Use SlideShare.net to repurpose content and showcase your exper$se
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Ideas for SlideShare presenta$ons you could add to your LinkedIn profile
About you About your team Examples of your work Tes$monials Happy client stories Your exper$se The areas your serve Organiza$ons you are a part of
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Pos$ng in the LinkedIn Newsfeed
Text‐only posts can be very effec$ve!
Upload videos directly into LinkedIn@ka$elance
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Post your updates publicly
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Crea$ng, publishing, pos$ng (and re‐purposing content) on LinkedIn
• Career, leadership and business related posts win
“Forbes has seen a 137% percent increase in clickthroughs from LinkedIn and an 81 percent increase in followers using published content on LinkedIn.” ‐Shauna Gleason, Forbes Media’s director of social media.
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Ideas for blog posts on LinkedIn• Business lessons learned• Your journey• If I had to do it all over
again…• The key to consistency• How I built my team• The top ques$ons every
1st $me homebuyer asksme…
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Repurpose email newsleder content and create blog content on LinkedIn
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LinkedIn Company Pages
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Don’t be a secret agent on Facebook – make it easy for clients and poten$al clients to find you!
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Quality over quan$ty
• Post less on your Facebook Business Page, but post more quality
• 3 types of content ideas to get a higher level of engagement :1. Recorded video2. Facebook Live3. Graphics/photos
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When is the best $me of day to post to your Facebook Business Page?
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When is the best $me of day to post to your Facebook Business Page?
To find yours, go to your FB Business Page, click “Insights” and then “Posts”
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Use Facebook ads to adract the right type of clients that you want to work with
3 Tips:
1. Create custom audiences at facebook.com/ads
2. Create great graphics using Canva.com
3. Keep your text brief@ka$elance
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Be a good finder – highlight your agents
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Get crea$ve and tell the stories of your clients
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Schedule posts using Later.com
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Extend the life out of every post you post to the Instagram News Feed by sharing it to your Instagram Stories.
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Crea$ng compelling IG Stories
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Increase your engagement using Instagram Stories
• Tag others
• Tag loca$ons
• Use polls
• Ask ques$ons
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Use polls to increase engagement. The more interac$on people have with your content the more likely they are to see more of your posts
in their feed.)
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Create Instagram highlights to highlight your Instagram Stories into categories
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• Repurpose video• Up to 15 min.• Promote in your
Instagram Stories and add the video (swipe up feature for IGTV – available for everyone!)
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Add your Instagram Stories to your Facebook Story and Highlights
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5 Tips for Instagram Live1. Prepare ahead of $me on IG Stories
(use the “countdown” feature in Stories)
2. Save your broadcast a ler and upload to IGTV to repurpose
3. During the broadcast: Pin your video $tle (in the comments sec$on)
4. Use the Ask Ques$ons s$cker to do a live Q/A
5. Review your messages a ler you are live
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6 Tips for Instagram Ads
1. Promote your best content2. Use Facebook Ad Manager3. Run ads in the Feed and/or
Stories4. Video ads tend to perform
the best!5. Think about your
thumbnails6. Have a clear call to ac$on
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3 reasons why you need to be crea$ng pillar content
1. Stand out from the compe$$on
2. Build beder rela$onships
3. Generate beder leads and referrals
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The power of pillar content for genera$ng business
• Went from geong zero business from social media and now gets 20%+
• “I had an acquaintance and she reached out to me about 2 years ago on Facebook Messenger saying she was interested in talking with me about selling her home. I sold her $1,565,000 and then bought a $1,070,000. This was all because of my presence in social media. Now we’refriends!” @ka$elance
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What are the most effec$ve types of pillar content for real estate pros?
• Blog posts
• Recorded video
• Facebook Live
• Graphics
• Podcast
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Blog FAQ
• How long does each blog post have to be?
• Do I have to write them myself?
• How olen should I blog?
• What other content should I blog about?
• What if I don’t like to write?
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3 ideas to jump‐start your blog
1. Q/A
2. How‐to
3. Checklist
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Checklist for a successful blog post
A great main graphic
An intro paragraph ‐ 2‐3 sentences
Main ‘meat’ of the post
At the end, have a call to ac$on
Promote your blog post
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Create images using Canva.com
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The #2 search engine in the world
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Do it yourself or hire a pro?
Do it yourself 7ps:• Short and simple• Be prepared
If you want to hire a pro:• Interview 3‐5 people• Ask for samples and references
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Equipment recommended
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Equipment recommended
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Equipment recommended
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It pays to hire a pro to tell your story
• Know who you are, and who you are not
• Keep it short
• Hire a pro
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Have fun and be relevant!
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Give people a sneak‐peek with a quick video
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Making videos fun – and interac$ve!
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Community videos: what does it feel like to live in your area?
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Pillar content example: weekly videos
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5 quick video ideas
1. Q/A
2. How‐to
3. Market Update Monday
4. Feature Friday
5. Tip Tuesday
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
FB Business Page
Upload a new video
Re‐share the video as a new post
Instagram Upload a 1 Createan Upload themin version of Instagram video to IGTV
the video and Story about and promoteadd YouTube the video. on IG Storieslink to IGprofile
YouTube Upload a new video
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How to create a 12‐month plan
1. Brainstorm a list of topics
2. Organize your list using a Google Spreadsheet
3. Use a project manager tool like Trello or Asana to manage who will do what.
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Time block your schedule
• Daily– Focus 5: like/comment/engage
with 5 people daily on social media
– Respond to all comments and no$fica$ons
• Weekly– Plan 30‐60 minutes a week to
schedule 3‐5 pieces of content for the week ahead
Bonus $p: download free printable calendars at CalendarLabs.com
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Time block your schedule• Monthly
– Plan 2‐4 hours a month tobatch create your content(i.e. video, graphics, etc)
• Yearly– Plan 1‐2 days to evaluate
your plan from the year before and create your new plan for the year ahead
Bonus $p: download free printablecalendars at CalendarLabs.com @ka$elance
Create a pillar content plan that you can commit to each month
• What is pillar content?– Not canned, not boring, not automated!
• Decide what type of content you’d like to create on a consistent basis:1. Pick a day you will publish2. Batch create your content
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Decide on your distribu$on plan for your pillar content + the type of content for the rest of your socialmedia posts @ka$elance
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Here is a sample weekly schedule: start with your pillar content and then fill in from there
Sunday
FB Business Page
Monday Tuesday Wednesday
Upload a newvideo
Thursday Friday Saturday
Re‐share the video as a new post
Instagram Upload a 1 min version of the video and add YouTube link to IG profile
Create an Instagram Story about the video.
Upload the video to IGTV and promoteon IG Stories
YouTube Upload a newvideo
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Here is a sample weekly scheduleMonday Tuesday Wednesday Thursday Friday Saturday Sunday
FB Business Monday Upload a Wednesday #TBT Re‐share the List of open CommunityPage market new video Wisdom video as a houses for post – fun
update post new post the weekend fact
Instagram Monday Upload a 1 Wednesday #TBT Create an Upload themarket min version Wisdom Instagram video toupdate post of the video Story about IGTV andand IG story and add the video. promote on
YouTube IG Storieslink to IGprofile
YouTube Upload a newvideo
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How do you know what is working/not working
• Review your analy$cs every 3‐6 months– Impressions, reach, clicks – look
for paderns– Time of day, thumbnail, topic
1. Facebook Insights2. Instagram Insights3. YouTube Analy$cs4. Google Analy$cs
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